Oliver Baumeister von Bretten, Broker | Sotheby’s International Realty Canada, Brokerage

‘Untitled’ Toronto Condo at Yonge & Eglinton in Collaboration with Pharrell Williams

Pharell Williams representing new condo Untitled Toronto

Exterior rendering of Untitled Toronto Condos with logo and Pharrell Williams signature.

Toronto’s bustling neighbourhood of Yonge and Eglinton has got a new residential development project that is dubbed as ‘Untitled.’  The project ‘Untitled’ is officially going to mark the entry of Grammy-award winning artist and fashion icon Pharrell Williams into the real estate industry.

The dual-tower condo project will offer 751 residential units ranging from one- to three-bedroom. The two towers will be divided between a joint-podium. ‘Untitled’ will be available for sales from early 2020.

Williams introduced the project via video on the screens across the public square. For this project, he has partnered with builders, Reserve Properties and Westdale Properties. The architects IBI Group and interior design firm U31, will also be a part of the project wherein Williams will be instrumental in crafting the vision and material aspects of ‘Untitled.’

Image of Pharrell Williams as collaboration with Untitled Toronto Condos.

Right from consultation on the architectural and interior design, to choosing the furnishings in specific spaces, Williams involvement can be clearly seen. Detailing his involvement in this project William says, “The opportunity to apply my ideas and viewpoint to the new medium of physical structures has been amazing.”

He adds on further “Everyone at the table had a collective willingness to be open, to be pushed, to be prodded and poked, to get to that uncomfortable place of question mark, and to find out what was on the other side. The result is untitled and I’m very grateful and appreciative to have been a part of the process.”

“This partnership has evolved from a desire to do something really unique for Toronto in architecture and design as a whole,” said Sheldon Fenton, president and CEO of Reserve Properties, at the launch. “We believe that by bringing in a cultural icon with vision and ideation, from outside the realm of real estate, it would allow us to break the mold in terms of what has been traditionally done.”

Currently in registration, ‘Untitled’ has sales set to begin in early next year.

Celebrities lending their star power to real estate projects is not a new phenomenon. The same neighbourhood has yet another celebrity partnership project, Art Shoppe Lofts + Condos, currently under construction. Late fashion giant Karl Lagerfeld teamed with Freed Developments and Capital Developments to launch Art Shoppe Lofts + Condos.

Even actor Robert De Niro lent his star power to the two-tower Nobu Residences, a downtown condo development.

Check out our detailed property page to learn more about Untitled Toronto Condos.

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